Marketing Research
Marketing Research Project
Marketing Research Project Directions
Marketing Research Project Directions
REVIEW TOPICS:
1.GATHERING MARKETING INFORMATION
a.Examples of marketing research activities
i.Forecasting sales
ii.Measuring market share
iii.Identifying market trends
iv.Measuring the organization’s image
v.Measuring the brand images
vi.Developing target customer profiles
vii.Designing products and packages
viii.Locating warehouses and stores
ix.Analyzing audience characteristics
x.Scheduling advertisements
b.Marketing Information System (MIS)
i.Assessing needs
1.information likes vs. needs (feasibility)
2.costs
ii.Developing Information
1.Internal databases (cheap but possibly inaccurate, aged, hard to sort through)
a.Accounting department: sales, costs, cash flows
b.Manufacturing department: production schedules, shipments, inventories
c.Sales department: reseller reactions, competitor activities
d.Marketing department: demographics, psychographics, buying behavior
e.Customer service department: customer satisfaction
2.Marketing intelligence
a.Gathering intelligence through publicly available sources
i.Internet
ii.Employees
iii.Competitors
iv.Trade shows
v.Trash bins
vi.Annual reports
vii.Press releases
viii.Advertisements
ix.Census
b.Ethical issues
3.Marketing research
a.Design
i.Exploratory search
ii.Descriptive search
iii.Causal search
b.Plan
i.Gathering secondary data
1.online databases
a.relevancy
b.accuracy
c.current?
d.Impartiality
2.Research supply companies
ii.Gathering primary data
1.research approaches
a.observation
b.survey
c.experiment
2.contact methods
a.mail
i.gathers large amounts of information at low cost but little flexibility or sample control
b.telephone
i.gathers information quickly, allows flexibility, & sample control
ii.do-not call registry limits?
c.Personal
i.Individual or group (focus groups)
ii.Flexible but expensive
iii.May get interviewer bias
d.Online
i.Promotes honesty, reduces bias, flexiible
3.sampling plan
a.sampling unit: WHO?
b.sample size: HOW MANY?
c.sampling procedure: HOW?
4.research instruments
a.questionnaire
i.most common instrument
ii.flexible
iii.closed-end questions (finding out what people think)
iv.open-end questions (interpreting responses)
v.consider wording & ordering of questions
b.mechanical instruments
i.people meters
ii.supermarket scanners
iii.galvanometer (measures physical responses in subjects after exposure to marketing)
iv.eye cameras
c.Implement the plan: collect, process & analyze
d.Interpret the results
i.Customer relationship management (CRM)
1.data warehouses
2.data mining
iii.Misuse of marketing research
1.intrusions on consumer privacy
2.using research to promote product/service
1.GATHERING MARKETING INFORMATION
a.Examples of marketing research activities
i.Forecasting sales
ii.Measuring market share
iii.Identifying market trends
iv.Measuring the organization’s image
v.Measuring the brand images
vi.Developing target customer profiles
vii.Designing products and packages
viii.Locating warehouses and stores
ix.Analyzing audience characteristics
x.Scheduling advertisements
b.Marketing Information System (MIS)
i.Assessing needs
1.information likes vs. needs (feasibility)
2.costs
ii.Developing Information
1.Internal databases (cheap but possibly inaccurate, aged, hard to sort through)
a.Accounting department: sales, costs, cash flows
b.Manufacturing department: production schedules, shipments, inventories
c.Sales department: reseller reactions, competitor activities
d.Marketing department: demographics, psychographics, buying behavior
e.Customer service department: customer satisfaction
2.Marketing intelligence
a.Gathering intelligence through publicly available sources
i.Internet
ii.Employees
iii.Competitors
iv.Trade shows
v.Trash bins
vi.Annual reports
vii.Press releases
viii.Advertisements
ix.Census
b.Ethical issues
3.Marketing research
a.Design
i.Exploratory search
ii.Descriptive search
iii.Causal search
b.Plan
i.Gathering secondary data
1.online databases
a.relevancy
b.accuracy
c.current?
d.Impartiality
2.Research supply companies
ii.Gathering primary data
1.research approaches
a.observation
b.survey
c.experiment
2.contact methods
a.mail
i.gathers large amounts of information at low cost but little flexibility or sample control
b.telephone
i.gathers information quickly, allows flexibility, & sample control
ii.do-not call registry limits?
c.Personal
i.Individual or group (focus groups)
ii.Flexible but expensive
iii.May get interviewer bias
d.Online
i.Promotes honesty, reduces bias, flexiible
3.sampling plan
a.sampling unit: WHO?
b.sample size: HOW MANY?
c.sampling procedure: HOW?
4.research instruments
a.questionnaire
i.most common instrument
ii.flexible
iii.closed-end questions (finding out what people think)
iv.open-end questions (interpreting responses)
v.consider wording & ordering of questions
b.mechanical instruments
i.people meters
ii.supermarket scanners
iii.galvanometer (measures physical responses in subjects after exposure to marketing)
iv.eye cameras
c.Implement the plan: collect, process & analyze
d.Interpret the results
i.Customer relationship management (CRM)
1.data warehouses
2.data mining
iii.Misuse of marketing research
1.intrusions on consumer privacy
2.using research to promote product/service